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Effective Online Banners: 5 Psychological Techniques to Grab Attention

Online banners have a tough time. On average, only 9% of all online advertisements are viewed for more than a second, according to large-scale Eye Tracking research by Lumen on more than 15,000 online ads.

At the same time, there is undeniably great marketing potential hidden in online advertisements. They can be game changers in marketing, both in terms of direct clicks and conversions and in brand-related effects on brand awareness and preference.

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Determining the Perfect Price: A Challenging Task

Determining the perfect price; a challenging task. 

What is the “perfect price” for your product? How do you ensure your product is not too expensive, but also not too cheap? How do you maintain a good balance between supply and demand?

Perhaps you want to launch a new product on the market. Or you want to increase the price of your current product. At those times, conducting thorough price research is essential. 

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The Category Entry Point (CEP) Guide: Everything Your Brand Needs to Know About CEPs

From a Cup a Soup around four o'clock to a piece of chocolate you crave when you need a bit more psychological comfort. These are all examples of how Category Entry Points (CEPs) guide us – consciously and unconsciously – towards certain brands.

Byron Sharp highlighted the importance of CEPs in his book How Brands Grow. Brands associated with many CEPs in the brain are chosen more frequently compared to other brands. To grow as a brand, it is essential to understand how CEPs work, how to measure them, and how to create rich CEP networks in the customer's brain through marketing activities.

In this blog, we outline everything you need to know about CEPs.

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The Best Method for Packaging Research

9 seconds. 

That is how long it typically takes for a consumer to choose a product from the shelf. 

In those 9 seconds, we don't have time to absorb all the product information. Out of perhaps 100 products within that category, our brain determines in that short time which product is worth it. It doesn't rationally weigh the pros and cons of each product but largely comes to a purchase decision automatically and unconsciously. 

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Negative Emotion in Advertising: Mistake or Masterstroke?

This blog first appeared on MarketingFacts. Click here for the original article.

Negative emotion in communication is like fire: useful, but you can get badly burned. In practice, it often works against advertising effectiveness rather than for it. In this blog, we use data from one of our neuromarketing advertising studies to see how the brain truly responds to these expressions.

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Debunking Branding Myths: Insights from Empirical Data

The stronger your brand, the more you sell. We can all agree on that. But this consensus quickly fades as soon as the discussion turns to which strategies and metrics truly make a brand strong.

Not surprising, as few areas in marketing are more shrouded in a thick mystical mist than branding. The field has no shortage of gurus, each holding their own truth about which brand strategies and metrics pave the way to success.

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The Science Behind Packaging Redesigns

Sooner or later, every product must face it: it gets a makeover.

A packaging redesign is always an exciting moment for marketers. Although the fresh new design is hoped to spark attention, relevance, and marketability of the product, history has shown more than once that it can go disastrously wrong.

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How AI is transforming advertising in creation, media, and research

ChatGPT astonished the world in 2023 with the possibilities of artificial intelligence. Since then, the creative industry seems more than ever aware that AI will play an increasingly significant role in their craft.

Artificial intelligence is emerging – and will increasingly take over tasks – in every aspect of advertising: creation, personalisation, and effectiveness research. In this blog, we explain per subfield how AI will reshape the playing field.

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